Route To Consumer (RTC) Financial Services Manager

Job Title: Route To Consumer (RTC) Financial Services Manager 

Level: Mid-Level Management 

Reports To: Head of Route to Consumer 

About Us

At Diageo, our sales vision is to be the world’s best-performing, most trusted, and most respected Consumer Packaged Goods company in every market we serve. Our goal is to “win at the moment of choice” capturing consumer loyalty by beating the competition and delivering growth across our brands, categories, customers, and partners. In the Kenyan market, our Route to Consumer (RTC) Financial Services Manager plays a vital role in making this vision a reality by focusing on Spirits and RTC development.

Market Complexity

Operating in a dynamic and competitive environment, KBL faces new players, evolving regulatory landscapes, and economic pressures. Market changes are driven by shifting disposable incomes, increased trade activity within economic blocs, and rising consumer sophistication. A proactive approach is essential to manage our full portfolio, particularly given the complexities of Kenya’s Route To Market (RTM) chain, where competitiveness is driven by margin sensitivity, and channels require development to meet consumer needs.

Purpose of Role

The RTC Financial Services Manager drives the RTC strategy within KBL’s value chain, building a top-tier financial support system for distributors and retailers. Responsibilities include:

• Signing off on Distributor and Retail Trade terms for strategic accounts that impact Net Sales Value (NSV) growth.
• Developing performance-based distributor incentives, aligned with Gold Standard.
• Establishing partnerships with Retail Finance Service providers to optimize working capital solutions, reduce Out of Stock (OOS) instances, and improve distribution.
• Managing relationships with banks and financial institutions to secure structured working capital for distributors.
• Leading distributor working capital structure strategies to meet performance goals.
• Facilitating access to distribution infrastructure via asset financing solutions.
• Engaging stakeholders for cost-effective distribution solutions (e.g., fleet fuel, insurance, and loan interest rates).
• Evaluating and guiding ERP solutions for distributors to enhance financial reporting.
• Conducting profitability modeling to inform divisional and RTC leadership decisions.

Leadership Responsibilities

• Be Authentic: Model consistent and fair behavior, adapt to business needs, and act with integrity.
• Deliver Great Performance: Be action-oriented, prioritize effectively, drive results, and foster collaboration.
• Connect to Diageo’s Purpose: Champion Diageo values, inspire brand passion, and take ownership of quality.
• Problem-Solve: Apply commercial insight to creatively address challenges and streamline processes.
• Grow Yourself: Demonstrate self-awareness, learn from experiences, and seek feedback to continuously improve.

Role Responsibilities

• Assess revenue management opportunities to drive profitability.
• Ensure distributors are well-capitalized, balancing equity and debt effectively.
• Support collateral processes (e.g., bank guarantees) and coordinate with credit risk teams for timely distributor financing.
• Lead distributor performance reviews on the Distributor Management System to maximize ROI.
• Drive category growth and manage the regional P&L.
• Maintain and grow key relationships with regional distributors and top spirits wholesalers, conducting regular business reviews to identify growth drivers.
• Develop a comprehensive capability training program for distributor leadership in finance, HR, supply chain, and information systems.
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